Frozen Vegetables to Lead the Development of the Catering Industry

**Frozen Vegetables to Lead the Development of the Catering Industry**

**1. Growing Demand for Frozen Vegetable Varieties**

In the frozen vegetable industry, the currently popular varieties include onion, garlic, asparagus, green and red bell peppers, white and green cauliflower, white and green asparagus, taro, spinach, cowpeas, green beans, snow peas, sweet peas, carrots, corn, garlic scapes, garlic sprouts, komatsuna, rapeseed flowers, shepherd's purse, pumpkin, peanuts, edamame (young soybeans), and various types of mushrooms—totaling more than 20 varieties.

In the future, more products will be added based on market demand. Not long ago, there was a discussion about using fresh goji berries and ginseng in soups. With frozen goji berries and frozen ginseng, consumers can enjoy fresh, authentic goji berry and ginseng soup all year round. The same applies to mushrooms. For example, some people enjoy loofah and cilantro—highly seasonal ingredients. If processed using freezing technology, these can also be made available throughout the year. That is the true appeal of frozen vegetables.

**2. Growing Acceptance of Frozen Vegetables in Line with Market Trends**

Regarding consumer acceptance of frozen vegetables, I once fell into a misconception. At the time when 'clean vegetables' were being heavily promoted, I naturally assumed that such products should be sold directly to households—since every family needs to cook, and if half of them used frozen vegetables, sales would naturally soar. Later, I realized that this approach was mistaken. Delivering vegetables to individual households requires door-to-door promotion, and requires heavy investment across various channels—online, outdoor advertising, television, and more. But what were the results? Mediocre at best. Why? Because promoting such a shift requires vast amounts of capital to drive market adoption, and companies without sufficient funding risk running out of resources along the way.

**3. Consumer Demographics for Frozen Vegetables**

The growing demand from the catering and food service industry is already an established trend, while usage in ordinary households remains limited. This is largely a demographic issue. Convincing consumers over the age of 40 to choose frozen vegetables is a significant challenge—yet this is precisely the group responsible for grocery shopping and daily meal preparation in most families. Meanwhile, the post-80s, post-90s, and even post-00s generations—who are more open to new concepts—often live away from their parents and rarely cook at home. In first-, second-, and third-tier cities, this demographic dines out frequently, which in turn fuels the growth of the catering industry. The post-90s generation, in particular, often comes from families with stable financial backgrounds and fewer burdens. With little need to support parents or children, they are more inclined to spend on experiences—gifting generously, dining out with friends, and enjoying life. While this represents only a segment of the population, it is precisely this group that drives the adoption of many new trends, including the growing demand for frozen vegetable products in the food service sector.

**The Future of Frozen Vegetables**

**1:** In the future, even large restaurants may require only one or two chefs to manage all kitchen operations—or in some cases, no professional chef at all. With simple, user-friendly frozen vegetable products, even service staff can prepare dishes that are visually appealing, aromatic, and flavorful—especially when combined with a pleasant dining environment that enhances the overall customer experience.

**2:** In every household, a single freezer can store enough vegetables for at least one week. Each packaged portion corresponds to one dish, making it possible to prepare a full table of meals in just 30 minutes. With easy-to-follow instructions, anyone can become a skilled home cook.

**3:** Frozen vegetables eliminate seasonality, allowing consumers to enjoy their favorite vegetables at any time of the year. In the future, buying vegetables may become as convenient as ordering takeout.

**Conclusion**

Over the next two years, the rapid growth of frozen vegetables in the catering industry has become a foregone conclusion. As frozen vegetable exports face increasing challenges, the domestic market presents a significant and fast-growing opportunity. We believe that this process will help more people recognize the advantages of frozen vegetables and embrace them as a vital part of their daily lives.